After Dora uproar, Nick and Mattel soothe moms

"What would Dora be if she grew up? You'd have what you'd have before you: a very sweet, wholesome adventurous. ... She's a perfect role model in that regard."

But as Coca-Cola infamously discovered when it trotted out "new Coke" almost 25 years ago and Tropicana recently found out when it changed – then reverted to – its famous cover design after public confusion and outcry, making any changes, or even additions, to a famous brand can upset consumers.

In this case, Dora is more than a just a cartoon character. The bilingual adventurer, praised for encouraging kids to explore and use their imaginations, is a not only a TV sensation, but a global brand that attracts millions of kids through dolls, clothes, touring shows, DVDs and other merchandising and events.

"A lot of people think of Dora as something for their small kids. And part of the reason people like Dora is because it teaches their kids to be inquisitive and curious in an educational way, because no one wants their kids to grow up fast," says Jean-Pierre Dube, professor of marketing at the University of Chicago's graduate school of business.

Dube says it's not uncommon for children's characters or products to evolve and mature with their age group, but Mattel and Nickelodeon may have complicated matters because instead of aging the actual character, they are introducing an extension of it.

"What we learned from this is people really cherish and value what Dora represents, and if you start trying to license that out or extend that brand, this is a really risky thing to do," he says.

"We could certainly make a case that the public is overreacting and that they're drawing conclusions that aren't there, but there's some important information there, and that is, 'Don't mess with this brand unless you're very careful.'"